Luis Antonio Vite Robbys *

Félix David Freire Sierra**

Universidad Laica Vicente Rocafuerte de Guayaquil, Ecuador

Email: Luisvite.10@hotmail.com

Resumen

El presente proyecto presenta una baja afluencia de pacientes en el consultorio pediátrico, se propone realizar estrategias de diferenciación aplicando marketing estratégico para aumentar los pacientes. Luego de haber realizado la investigación de campo, se descubrió que las personas al momento de adquirir una consulta médica buscan obtener un excelente servicio al cliente con un precio cómodo, siendo este el principal motivo por el cual los pacientes no acuden por una cita médica, por lo que se propone crear estrategias del marketing de servicios con la ayuda de las 8ps del marketing mix.

Palabras clave: Marketing turístico, turismo, regeneración urbana, Estero, promoción, recreativo, vacacional, manglar, ecosistema.

Abstract

The objective of this study is to potentiate tourism activities in the Estero Salado through the application of Tourist Marketing for the promotion of Estero Salado in Guayaquil as a recreational and holiday destination, which for several decades was neglected and forgotten, however today it is desired to reactivate its tourism by means of publicizing the old and new sites, together with the benefits created as recreational attractions for its visitors who will see up close the natural wealth of its surroundings, as well as a sector of family distraction from the daily routine of the daily labor and personal tasks, in addition to recovering the cultural, historical and social aspects, in a sustainable way that also generates work for those who work in its promotion, attention, maintenance and administration of the Malecón del Estero Salado, achieving a different experience for the visitor of the current estuary. First the background is shown, then the current sites and tourist spaces created, then quantitative and qualitative information was collected, through surveys and interviews, where information could be gathered to know the perception and knowledge of those who visit the different spaces of Estero Salado and, in particular, its Malecón, finally, the application of some tourist marketing tools is proposed to promote the tourist and recreational visit in a special way as an option in the holidays to visit all the sites around the Estero. Finally, the conclusions and recommendations that give a contribution to tourism improvement and that the information in this article adds up to be a base for further research to improve tourism in the city of Guayaquil.

Keywords: Tourism marketing, tourism, urban regeneration, Estero, promotion, recreational, holiday, mangrove, ecosystem.

Para citar este artículo puede utilizar el siguiente formato:

Luis Antonio Vite Robbys y Félix David Freire Sierra (2019): “Estrategias de diferenciación aplicando marketing de servicios para incrementar la afluencia de pacientes en el consultorio pediátrico ubicado en el sector sur de la ciudad de Guayaquil”, Revista Caribeña de Ciencias Sociales (abril 2019). En línea:
https://www.eumed.net/rev/caribe/2019/04/pacientes-consultorio-pediatrico.html
//hdl.handle.net/20.500.11763/caribe1904pacientes-consultorio-pediatrico